{"id":6315,"date":"2020-08-20T11:22:30","date_gmt":"2020-08-20T10:22:30","guid":{"rendered":"https:\/\/www.bronco.co.uk\/our-ideas\/?p=6315"},"modified":"2025-08-27T14:48:55","modified_gmt":"2025-08-27T14:48:55","slug":"custom-pixel-conversions-facebook-lead-collection","status":"publish","type":"post","link":"https:\/\/www.bronco.co.uk\/our-ideas\/custom-pixel-conversions-facebook-lead-collection\/","title":{"rendered":"How to run Facebook Ads with Custom Pixel Conversions for Multi-Step Lead Collection"},"content":{"rendered":"\n

If you\u2019re reading this, chances are that you\u2019re trying to figure out Facebook Ads reporting for a business with a conversion process that has several steps and you can\u2019t differentiate between them. Although Facebook has a good selection of standard events that you can track and report on, you come up against stumbling blocks when you need to differentiate between leads and conversion events in a multi-step process. We were in this boat too and here\u2019s how we figured it out.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

The Client<\/h2>\n\n\n\n

Mayfair Granite<\/a> is a company that manufactures and sells high quality marble and granite worktops. Due to the nature of the product, it\u2019s unlikely that customers will make a purchase online immediately. It\u2019s high value and requires very specific measurements which the customer is unlikely to be able to accurately get themselves. Ideally, the client wants to be able to give the customer a quote so they have an idea of pricing, but this quote is subject to change depending on the exact measurements. They will send out joiners who can get precise dimensions, but they first need to collect information from a potential customer so that they can get to this stage.<\/p>\n\n\n\n

The customer can, however, pay a deposit or pay online if they choose to, but the majority of customers will only reach the lead stage. A lead, therefore, is a goal conversion for this client.<\/p>\n\n\n\n

However, there are 3 stages of lead collection. The site itself is designed to capture information at several steps of the process, each gathering a little more information than the last. <\/p>\n\n\n\n

    \n
  1. At the beginning of the process after selecting a specific item, the customer can choose to request a callback or input their (rough) measurements for a quote. This step collects customer contact information – essentially they\u2019re registering their interest in the product but are not yet getting a quote. Even if they do not complete the next step, the company can still get in touch to see if there\u2019s anything they can do to help, such as arranging the measuring service for them or providing more information.<\/li>\n<\/ol>\n\n\n\n
      \n
    1. After registering their interest with their contact details, customers are directed to a step to input their dimensions so that they can receive a quote. People may drop off at this stage as they do not have the measurements to hand, do not have the ability to measure themselves, or do not want to measure themselves. <\/li>\n<\/ol>\n\n\n\n
        \n
      1. Once the rough dimensions have been submitted, customers are given an instant online quote. They can then choose to \u201cPlace Order\u201d (this step simulates \u201cadding to cart\u201d) which leads them to a page asking them to pay a deposit or to pay the full amount. As mentioned, very few customers will go through with this stage as it\u2019s a high value product that needs very specific dimensions but the option is available.<\/li>\n<\/ol>\n\n\n\n

        As you can see, this is a funnel process where customer information is captured at the very beginning, meaning that they can be contacted even if they do not continue further, as it may be that they simply do not know what their measurements are, or they don\u2019t know how to do it themselves. As this is a service that the company offers, these leads are still very valid and pretty warm, so it\u2019s worth following them up.<\/p>\n\n\n\n

        This process works perfectly for the lead information being fed back directly to the company – they can contact the customer directly by their method of choosing and follow up with more information. If you\u2019re only<\/em> following up like this without targeting those potential customers further with ads, you\u2019re missing a trick! Getting your company and your products back in front of their eyes, especially if they\u2019re considering several options for the same service, can turn them back towards you – a gentle reminder that you offer the highest quality, the quickest turnaround, the best customer service, whatever your selling point may be. <\/p>\n\n\n\n

        In addition to this, you can also offer them additional services that help them on their way to the next step of the funnel. But…<\/p>\n\n\n\n

        \"\"<\/figure>\n\n\n\n

        The Problem<\/h2>\n\n\n\n

        Facebook only offers a few, very select, standard events that can be tracked using your Pixel and these are particularly limited if you\u2019re using Facebook\u2019s Pixel Event Setup Tool. These include:<\/p>\n\n\n\n